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Two reports show mobile's impact on conversions
From mobile display to SMS and MMS messaging, mobile devices are helping consumers find more brands, engage with content and make purchases. Two new reports show how mobile MMS and SMS are impacting some retailers' bottom lines.
First, from Mogreet, data showing iPhone and Samsung devices are the most popular among video viewers. According to their research video MMS messages are most likely to be viewed over an iPhone (23.6%) or Samsung (21.9%) device.
"As the installed base of smartphones surpasses 50 percent in the United States, MMS provides a unique opportunity for marketers to reach all of their consumers with high-quality, engaging mobile video," said James Citron, CEO of Mogreet. "With the continuing increase in the quality of cameras, video cameras and photography apps on mobile devices, consumers are naturally taking and sharing more pictures and videos than ever before from their mobile device. Mogreet's MMS platform allows digital marketers to reach the mobile consumer looking to consume video, pictures and audio on their devices to increase consumer loyalty, engagement and responsiveness."
Overall the top carriers delivering MMS messages are Verizon (45%), AT&T (42%) and Sprint (8.2%).
And from Cellit, a reason to consider SMS for retail campaigns. According to their research SMS campaigns produced six to either times higher engagement rates than retailers typically found through email. Retailers should note most SMS influenced purchases did come in-store. SMS was also found to help push CRM conversion rates - in some cases increasing conversions by more than 20%.
David Wachs, the SVP of Mobile for ePrize,GM of Cellit said, "While retailers engaging in mobile programs are findingtremendous value, only a small number of companies have taken full advantage ofthis effective marketing mechanism. We released this study to help retailersget a better understanding of what to expect when launching an SMS program, andhow to achieve ongoing engagement and success with mobile CRM."
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